Tyson launches TV campaign for summer grilling season

Plans to drive retail consumption of Tyson fresh
chicken during the summer grilling season will include a national, multi-million
dollar TV campaign.

â€œThis summer promotion is motivated by the success of our ongoing 'Thank
You' ad campaign, which has been delivering a persuasive and effective message
to target consumers,â€ Tyson Foods President and CEO Richard L. Bond told the
audience at the BMO Capital Markets Agriculture & Protein Conference in New
York.

â€œWe've historically enjoyed volume increases of up to 15% when we air TV
advertising on our Tyson fresh chicken business. We believe this is due to
a great product offering that consumers demand and highly effective marketing by
our product teams.â€

The summer TV campaign will especially support the continued sales growth
of Tyson 100% All Naturalâ„¢, Trimmed & Readyâ„¢ Fresh Chicken, which includes
premium cuts that do not require any additional trimming or handling by
consumer.

Tyson states that within the four weeks of advertising, which will begin
airing on May 19, 72%. Tyson's key target "Moms" will have seen a Tyson fresh
chicken commercial. By the end of the campaign, the number will be more
than 80%.

Catering for the Hispanic market

Bond also reported that Tyson is developing a new product line and
sub-brand to meet the needs of the fast-growing Hispanic market. Tyson Â¡Al
gusto! â„¢, which means â€œTyson To Your Likingâ€, is a line of specially-cut and
flavoured products designed to make it easier for consumers to prepare
traditional Latin dishes at home.